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Latin Beat: Amway Launches Personal Care Lines for Latin American Market

By: Cristina Kroll
Posted: February 27, 2009, from the March 2009 issue of GCI Magazine.
Latin Beat March 2009

Gap’s expanding personal care presence in Argentina includes locations in Buenos Aires’ malls.

Direct seller Amway introduced two new lines in December 2008, specially created for the Latin American market. The Moiskin and Ertia lines are part of a strategy to focus on personal care in the region. According to a report from Amway, the initiative seeks to multiply its possibilities of covering a wider market. Both lines are based on selective natural ingredients from the Amazon region—produced with the support of the Access Business Group R&D team.

Moiskin, a face care line, features the company’s Years Free antiaging system. Products in the line are formulated for specific age groups. The Ertia line includes shampoos, conditioners and soaps.

Genomma Lab Expands

Genomma Lab, an OTC drug and personal care company, relaunched the Ma Evans hair care line in Mexico as part of its strategy to expand market share and coverage in Latin America.

Genomma Lab, which also owns the dandruff shampoo brand Medicasp, acquired the Ma Evans line in 2007 due to its high level of brand recognition in the shampoo and hair loss treatment categories. A mass media campaign, the “Ma Evans Evolution,” was undertaken for the relaunch to reinforce the line’s presence in the overall hair care category. The company is also reinforcing its operations in Latin America. Gonzalo Aguirre Bárcena, an executive in the company’s Argentine branch, told GCI magazine that the company will open operations in Brazil in 2009.

Droguería del Sud Adds Imported Fragrances

One of Argentina’s largest retailers of beauty products, Droguería del Sud, began the sale of imported fragrances in December 2008. Carolina Herrera, Armani, Dolce & Gabbana, Polo, Givenchy, Hugo Boss, Calvin Klein, Kenzo, Versace, Burberry, Davidoff, Nina Ricci and Quartz are among the main brands in its new offerings, and are presented in a variety of size and price options. In this way, Droguería del Sud believes it can meet a three-fold objective: maintain its retail leadership position in Argentina, strengthen its role in the beauty industry and create a larger fragrance presence in the pharmacy channel.

Peru’s Fragrance Exports Grow 72%